Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

Double Your Sales With Email

World Leader In Email Copywriting Education is Giving AwayTips For Doubling Sales With Email Right Now

Use the form below to open his daily email tips and a free digital copy of the prestigious $97/month “Email Players” newsletter…

Your Daily Email Addiction

Filed under: Email Marketing

Once upon a time, a girl in a bar almost threw a drink in my face.

Now, almost one year later, she is using my wicked ways to grow her business. In fact, “Email Players” subscriber and freelance copywriter Mandy Marksteiner happily proclaims:

Earlier in the summer I applied for the NM Marketer of the Year award being given by the Albuquerque Power Circle (a direct response marketing group). The biggest thing that I did for the application was print out all of the emails that I sent to my list, and put them into a big binder (it was 275 pages) and make a cover. Anyway, I just found out that I am one of the finalists and so I’m going to give a presentation about my emails to hundreds of business people. I don’t know if I would have even applied for the award if I hadn’t been brainwashed by you.

And then, not long after, she reports what happened:

Hi Ben,

Just wanted to let you know that I did not get the award, but I did get some calls after the presentation, a bunch of people joined my list and I got interviewed by a college student who works at the newspaper. I decided to turn it into an opportunity. I’ve been writing emails about the other presenters… explaining what marketing systems they put into place and letting my subscribers know that I can help them make something similar.

During my presentation I mentioned your idea… turning people’s problems into villains and writing about them in the emails. One person in the audience said that she found that really helpful.

As I told her, awards are usually not won by the best.

(Most often, it is butt-smooching and PC that wins awards, not results.)

What’s more important is this:

My methods go far beyond just making sales with email.

The other business deals, connections, market place positioning, possible speaking jobs, client gigs, potential joint ventures, etc that people tell me come from being in the paid version of my Horde (my “Email Players” subscribers) and implementing what I teach make up one long, but distinguished, list.

The October issue goest to the printer in just a matter of days.

To get in on it in time, go here today:

Ben Settle

Filed under: Email Marketing

Recently, I was reading an old issue of Dan Kennedy’s NO BS marketing letter (February 2012), and he said something that perfectly sums up the entire game of having a business and life on your terms, beholden to nobody, and the peace of mind possible from such a situation.

It’s 4 simple secrets.

(That aren’t really secrets, but I daresay less than 1% do them all.)

And, they are the playbook for how to win the entire business and lifestyle game.

Anyway, here they is:

1. The marketing secret — Abundant lead and deal flow (so you never rely on one client, lead, customer, etc — proving there is safety in numbers, since you pick and choose who you sell to and work with, and never have to beg, hunt, or cold prospect)

2. The professional secret — Having a marketable skill you’ve mastered and specialize in (something that only comes from years of hard work, grind, and doing the things nobody else is willing to do, not simply verbally vomiting out some edgy sounding profanity on flakebook and declaring you’re the best at what you do because you heard that’s how you should do it)

3. The financial secret — Having zero debt, with plenty of savings in the bank, free from the hamster wheel and status signaling pretty much everyone else living in America is stuck on and always vulnerable, missing opportunities left and right as a result

4. The most important secret — The willingness to make a decision and see it through

Dan says this is the most valuable of the secrets.

And, it’s not hard to see why:

How many people do you know (yourself included, Chuckles) have made decisions to go after a goal (business or otherwise) only to quit, with the usual gaggle of excuses standing by on the tip of their tongue to tell yourself and the world, months, weeks, days, or even hours earlier?

Reminds me of the definition of character:

Following through on a decision long after the excite of the moment has passed.

Goes for getting rid of that spare tire around your waist.

Or quitting a vice holding you back.

Or being a better friend/parent/business partner.

Or, yes, sending out daily emails to sell your products and services.

While I am not the expert on all those decisions, it’s the last one — sending emails that bring in abundant business, leads, clients, and customers every time you push that “send” button — where I shine. And, I have a huge line-up of testimonials with result-based stories (not empty, meaningless, result-less feel-good testimonials about “gee, my opens went up!” without any mention of sales) that I regularly display in my daily emails each month to prove it.

Obviously, I can’t write the emails for you.

I can’t implement what I teach you for you, either.

But, I can be the little red-handled long underwear devil with pitchfork in hand perched on your shoulder, telling you what to do and how to do it — whether it be writing subject lines, persuasive body copy, or even structuring an entire business model around email.

Just like I did for someone I’m consulting now.

Enter the October “Email Players” issue.

It shows you exactly how I am helping her:

  • Bring people in where you only are dealing with people very likely to either want to buy, or can be sold easily via daily emails over time
  • Structure a quick product (continuity based) off her unique market positioning
  • Create a back end of products/services based off that positioning making it nearly impossible to knock her off

It’s a horrifyingly simple email-driven business plan anyone can model regardless of what you sell.

And, it’s only in the special Halloween edition October “Email Players” issue.

It goes to the printer soon.

If you want this, best subscribe before then here:

Ben Settle

Filed under: Email Marketing

Last week I got a question that comes in many sizes, shapes, and guises:

I write for marketers + have my SEO, consulting, and copywriting clients…

…and then I write a lot about spiritual growth stuff and Christianity.

I even go the lengths of keeping my discuss + gravatar stuff generic so people can’t track back to either one.

I’m not feeling great about this. But I take some controversial stands and I worry about alienating people from one audience to the next.


I’ll just say this:

Recently, I once heard the great Dan Kennedy talking about how his friend, the late Zig Ziglar, and how Zig did a very “bad” thing as a speaker.

Something Zig did in every speech.

In fact, as Dan put it, “you couldn’t get him not to do it.”

What did he do?

He gave his Biblical testimony.

According to Dan Kennedy, he lost count of how many people told Zig when he started speaking that took him aside and said, “Zig you can’t be doing that. You’re going to offend a lot of people. You’re not going to get a lot of corporate gigs. You’re not going to…”

Well, guess what?

For four decades Zig was the single most successful motivational speaker in history.

Does this mean go out there and share these things as a tactic?


People see right through that.

The point is, Zig only cared about what the people who responded to him thought, and not what the Facebook, the Internet, or some uptight fire-breathing heathen who gets acid reflux when wished a Merry Christmas at Wal-Mart thought.

Do with this info what you want.

But, I will say this:

This goes double for emails.

My Email Players methodology not only allows for you being “you”, without apology, pause, or fear, but tends to work the more you are you, and not worried about what the wagging tongues of the world think.

It’s a funny thing about the Internet:

It gives everyone a chance to speak their mind.

Yet, most minds never speak.


What a boring way to live.

If you want to both make a living being, well, *you*, and also have a blast doing it, check out my “Email Players” newsletter.

Next issue goes to the printer soon.

Here’s the link:

Ben Settle

Filed under: Email Marketing

I recently got roped into a discussion about sending emails on weekends. Specifically, if pitching on the weekends was a good idea, out of the fear that nobody reads emails on weekends and, come start of the work week, they wouldn’t get read due to volume of email, distraction, etc etc etc.

Survey says:

To me it makes zero sense not to pitch every day, 7 days per week.

This question is a result of 3 things:

1. Playing to not lose, instead of playing to win

2. Thinking the laws of direct response marketing suddenly stop working on weekends (Hint: your milage may vary, but all my most successful launches, affiliate campaigns, and special offers — spanning multiple niches — have always done way better on weekends than weekdays — and, especially, *holiday* weekends, when everyone is supposedly not incessantly checking their emails out of sheer boredom or for escape/entertainment)

3. Not writing emails people want to read

The good news?

All 3 are curable copywriter diseases.

The first is simply a shift in mindset.

Once you realize it’s your ethical and moral duty to let people know your product exists (assuming it will help them with a need, problem, pain, or desire in their lives) each day, and that you will make more sales from giving them sweet release, it’s easy to wipe that disease out.

The second is just a matter of testing and experience.

And the third is a matter of edu-ma-cation.

Edu-ma-cation Professor elBenbo is happy to dispense, for far less than a college degree or even a semester in pre-school, in my “Email Players” newsletter & the “Email Players Playbook” (which comes with your subscription).

The rest is up to you after that.

Can you take the syringe I give you, jab it into your bootay, and cure yourself?

It might prick for a second.

Maybe even draw a drop or two of blood — as you navigate the short learning curve, write your first emails using my hair-raising methods, and mail each day.

But, the cure is well worth the discomfort.

And, it can inoculate you from such profit-killing sickness all your days.

To learn more about my newsletter and accompanying book, go here:

Ben Settle

Filed under: Email Marketing

“Boards don’t hit back”

— Bruce Lee
“Enter The Dragon”

One of my favorite movies is Bruce Lee’s masterpiece “Enter The Dragon”.

I like it for many reasons, including the business lessons embedded within. Like the scene where Bruce is about to fight the man who killed his sister. The guy holds up a board in front of Bruce’s face, then punches it in half.

Bruce calmly says:

“Boards don’t hit back.”

Then (not-so-calmly) kills the guy.

Anyway, here’s the rub:

In fighting, there are lot of people with “flowery hands” who can do all kinds of flashy moves and feats in the safety of a classroom, impressing those who don’t know better… and, oftentimes, even being teachers of it to other hapless students. But then, in a real fight, get their azzes handed to them.

Same goes for some of these “high level” copywriting teachers popping up.

They’re all over flakebook, especially.

And, to paraphrase Charles Bukowski — they’re like flies on the same turd, droning on about how great their copy is and high fiving each other in public. But put them in a situation where they aren’t preaching to their fanboys and ghouls, and have to compete against other experienced copywriters & marketers selling to the same pool of cold leads who don’t buy into the self propping and facebook like circle-jerking, and watch what happens:

Their chest pounding copy bores readers to tears.

The Internet tough guy/boss lady talk falls flat.

And, the neediness bleeds off the page.

When you see these blokes get called out, it’s amusing to watch the immediate blocking of whoever did it, the sudden doubling down on the Internet tough guy/boss girl talk, and appeal to their friends to give out some high fives and likes in their incoherent defense of how genius their copy supposedly is.

If you’ve never seen this, simply observe social media a while, it’s fun to watch.

Anyway, on to the good stuff:

The October “Email Players” issue goes to the printer soon.

To see a non-flowery hands, non-secksy, non-flashy, and, really, quite boring, model for creating an email-driven business, subscribe before I send it to the printer here:

Ben Settle

Filed under: Email Marketing

Reader Mark Asher says:

Ah, so you’re an INTJ. That explains a lot.

Especially as, besides Batman, nearly every fictional INTJ is a villain.

It’s also likely why I like you because I’m in the exclusive INTJ club too.

On another note, I’d like to thank you. By learning your techniques, using your methods, and even name-dropping you during a phone interview I’ve gotten one step closer to a direct response copywriting position in London.

I really want to be a copywriter and your work is genuinely helping me get there.

Few things:

1. I don’t out a whole lot of stock in Myers-Briggs (or, as some call it, “Myers Bullshyt”) — although I do think there’s a lot of truth to it, and much Value to the intelligent marketer who applies it correctly. But, much more important than the letters, are the attributes one has (and most people mistype themselves all the time — becoming Mary Sues and projecting what they wish they were and not what they really are).

2. I am not so sure Batman is an INTJ (other than the Christian Bale version) since he is comfortable in chaotic situations.


Not so much.

We like to create the chaos, distracting our enemies with trifles while carrying out our real plans. We like order, and predictability, and proactivity to make things work the way we plan them, which means making others dance to our tune, while Batman is very much more reactionary, dancing to the actions of his Rogues Gallery.

He’s not as reactionary as other super heroes, true.

But, reactionary he is.

That’s simply the plight of any hero, that’s the job:

To react.

3. I used to be shocked when people got clients by dropping my name.


Not so much.

In fact, just this week a client reached out to me wanting to hire only an Email Players subscriber, and nobody else. Wasting money on lame the “Nurture” sequences, good-will emails, and doing all the things but selling other email people teach from the stage to the marketing proles tends to cut into profits for real businesses, after all.

All right, enough for today.

On to the business:

The October “Email Players” issue is in the bullpen now.

To get it before it goes to the printer, go ye here today:

Ben Settle

Filed under: Email Marketing

A while back I saw a marketing consultant on Flakebook talking about refunds, refunders, and all things refunding. Apparently, the consultant cringes every time someone says they’re worried about being scammed by refunders. The logic being, if your product is good people will want to keep it.

Predictably, all the marketing proles agreed and cheered it.

Only problem was, the consultant was dead wrong.

This is why I always take a consultant’s advice with a grain of chili pepper. They are, after all, the people who can show you 300 ways to have the secks, but can’t get a date for themselves on Saturday night.

Case in point:

I’ve been selling informational products for almost two decades.

And, in my experience, and in the experience of almost everyone I know who sells information (i.e. not consultants, employees, or freelance copywriters who work for info-marketing clients, but those of us who actually process the orders with our own merchant accounts, deliver our own products, pay for our own advertising, deal with customer service, have our names attached to the brand, etc) anyone who refunds a *quality* product knew they were going to refund when they bought it. Or, at least, they had it in their mind to — especially around Christmas, when they want to be able to afford a new PlayStation for little Tommy or whatever.

Which brings me to the point:

You can’t Value a refunder into not refunding.

If you sell to a serial refunder, they are not going to magically not return it just because it’s the best product ever created on the subject. Their rationalization hamsters will spin and spin and spin until they justify their decision.

Best advice I ever heard about this back when I used guarantees:

If someone asks you about your refund guarantee, don’t waste time answering.

Simply delete them from your list.

And, blacklist them from your shopping cart.

I still do this if I’m selling someone else’s product.

Few years ago, I remember an “Email Players” subscriber refunding Brian Kurtz’s Titans Of Direct Response product which I sold as an affiliate. I immediately cancelled his subscription, blacklisted him in the shopping cart, and said I’d do no further business with him.

I refuse to reward bad behavior.

Too bad so many marketers do…

All right, enough.

For more on my (all sales final) “Email Players” newsletter go here:

Ben Settle

Filed under: Email Marketing

Reader Sanjay Pande sets the Internet straight on what it really means to be a “guru”:

The word guru is from sanskrit and doesn’t translate well to English. “gu” is darkness and “ru” is remover. It is usually associated with either the spiritual or knowledge or both and signifies someone who can help remove the darkness. It takes a “teacher” a long time before they’re accorded the status of guru. The presence of any ego or hubris of knowledge automatically disqualifies them as they’re still considered to themselves be in the dark.

But, then again you’re talking about gooroos, who are different anyway.

Which got me to thinking:

I am not in the business of teaching email or copywriting, I am in the business of being Ben Settle. That means, by default, there’s a lot of ego in my business, a lot of irrational self confidence in my business, and, dare I say it… a lot of darkness in my business as far as the term “guru” goes.

If I tried to call myself one, I’d be a fraud.

Here’s what else this means:

If you are going to use my non-guru email ways to build your own business, with your own personal brand (which I do), you can’t be a guru, either.


Because you, too, will be in the business of being you.

(And not behaving like your favorite Internet tough guy or boss lady or whatever.)

Anyway, I’ll end this email with this:

The October Email Players issue contains a very simple business plan of action I’m consulting one of my subscribers on now. It is heavily positioning based. And, heavily brand based, as well (via using my email methodology).

It’s a great “jumping on” issue for people new to my world.

Here’s the link:

Ben Settle

Filed under: Email Marketing

Recently, I was forwarded an email from a copywriting coach talking about how great a “writer” they are, and, presumably, that’s why you should listen to them.

Talent is all well and good, that an a quarter will get you a gum ball, if nothing else.

But, you don’t have to be a great writer to make lots of sales.

In fact, I’m the first to admit I am not a great “writer.” (If you’ve seen my novels this is obvious — riddled with typos, grammar problems, you name it.)

But, luckily, I don’t need to be.


Because in my experience, what’s more important is the ability to create vision. If you can do that, your “writing” can be below average and you’ll still have people scrambling to buy from you. This is straight from the late, great, master of negotiation Jim Camp — called the world’s most feared negotiator by his adversaries (including negotiators at Intel, who, I hear, have some of the toughest negotiators in the world). And, it’s something I’ve used for years to write long running ads in hyper competitive markets (like home business, self defense, golf, etc) overrun with better writers than me. It’s also how, for example, I showed one of my “Email Players” subscribers how to go from making $0 in December (the slowest month for his business) to doing over $100k in a December. Had nothing to do with writing talent, it was simply creating vision the way I taught him.

Back to Jim Camp… his big teaching was:

“Vision drives decision.”

What that means is, until somebody has a vision and gets emotionally connected to your copy, they won’t make a decision to buy from you. They really can’t make a decision to buy because all decisions are made on emotion.

(Yes, even the decision to be rational is an emotional decision.)

Anyway, the trick ain’t becoming a great writer, which not everyone can learn.

It’s becoming great at creating vision, which anyone can learn.

And, guess what?

In the October “Email Players” issue, I’m including a bonus training that explains how to create vision in your emails, sales letters, social media, videos, or any other media you use, with no writing talent necessary.

Vision is the key to the whole game.

And, hardly anyone does it, much less can teach it.

Here’s where to subscribe before it goes to the printer:

Ben Settle

Filed under: Email Marketing

My pal Justin Devonshire gives the easily-dazzled advice on Flakebook:

BEWARE: Many coaches living in exotic locations, taking boat trips every day & sipping cocktails on the beach….. are only doing so because they can’t afford to live in the first-world. Sometimes they have freedom simply because they have no job

The whole 3rd world gringo bragging about their lifestyle never stops being funny.

But, what is even more funny are the naive marketing proles and goo-roo fanboys who buy into their claims, fake posturing, and nonsensical advice. All you have to do is look at the exchange rate between a first world country and one of these 3rd world countries and you see you can live like a king for $5 per day.

Not a bad thing, necessarily.

It can even be a smart move for some people.

But, it’s the ones swinging their John Thomases around trying to talk themselves up as great marketers or copywriters, and charging several thousand dollars for a “mastermind” or whatever, when they can’t even afford rent in any major American city, where you might want to be careful.

Or not.

You live in a free society and can be as gullible as you want.

Plus, the pain of wasting money on bad advice can be a good learning experience.

But, if you want to skip that pain, check out the October “Email Players” issue.

One of the many things it includes is an email-friendly business plan I am consulting one of my paying subscribers on now (which I am documenting for a product I’ll be releasing next year). Including how to position herself uniquely in her market (she sells to coaches) so she (1) stands out from the 3rd world gringo coaches and any other competition and (2) has a solid foundation she can quickly build into the five and, over time, six figure range, fairly quickly.

(My goal is to see her do 5 figures per month by year’s end, we shalt see…)

Anyway, you can listen to some 3rd world gringo pretending to be rich blowing hot air on flakebook.

Or, you can see a proven — although not secksy at all — way to do it legitimately.

(And realistically.)

If you choose the latter, check out the “Email Players” newsletter here:

Ben Settle

Double Your Sales With Email

World Leader In Email Copywriting Education is Giving AwayTips For Doubling Sales With Email Right Now

Use the form below to open his daily email tips and a free digital copy of the prestigious $97/month “Email Players” newsletter…

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

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